Marketing Final Exam

Imagine life without that little spinning wheel icon

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Unformatted text preview: -image represents the way an individual would like to be. PTS: 1 REF: 94 Thinking KEY: CB&E Model Customer OBJ: 06-7 TOP: AACSB Reflective MSC: BLOOMS Application 83. The process by which people select, organize, and interpret stimuli into a meaningful and coherent picture is called: a. identification b. retention c. comprehension d. perception e. cognitive adaptation ANS: D This is the definition of perception. PTS: 1 REF: 95 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Knowledge 84. Imagine life without that little spinning wheel icon to remind you that your computer is still searching for a Web site or copying documents. Without this wheel, consumers might think the computer had stopped working. This process in which consumers interpret this stimulus into a meaningful and coherent picture is called: a. exposure b. perception c. retention d. cognition e. selection ANS: B Perception is the process of selecting, organizing, and interpreting the stimuli that are bombarding consumers daily. PTS: 1 REF: 95 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application 85. On any given day, a person may be subjected to over 2,500 advertising messages but may only be aware of 11 to 20 of them. This is called: a. selective distortion b. selective learning c. sporadic reinforcement d. intermittent selectivity e. selective exposure ANS: E Consumers use selective exposure to decide which stimuli to select (attend to) and which to ignore. PTS: 1 REF: 95 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Comprehension 86. When consumers change or distort information that conflicts with their feelings or beliefs, it is called: a. selective distortion b. selective dissonance c. intermittent reinforcement d. selective retention e. selective exposure ANS: A This is the definition of selective distortion. PTS: 1 REF: 96 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Knowledge 87. Families of police officers often alter information they hear about officers who die in the line of duty. This _____ allows them to live and function without constant anxiety while their loved one is engaged in a potentially dangerous job. a. selective retention b. selective distortion c. selective exposure d. faulty selectivity e. adaptive stimulus ANS: B Selective distortion involves changing or distorting the communication message to make the message seemingly agree with preconceived opinion. PTS: 1 REF: 96 Thinking KEY: CB&E Model Customer OBJ: 06-8 TOP: AACSB Reflective MSC: BLOOMS Application 88. A few years ago, Toro introduced a small, lightweight snowblower called the Snow Pup. Even though the product worked great, sales failed to meet expectations because consumers perceived the name to mean that the Snow Pup was a toy or too light to do any serious snow removal. This is how _____ can influence the consumer decision-making process. a. selective distorti...
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This document was uploaded on 09/29/2013.

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